| 零售业多渠道营销趋势 |
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| 引用本文： | 张永强,陈育聪.零售业多渠道营销趋势[J].天津市财贸管理干部学院学报,2009,11(4):25-28. |
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| 作者姓名： | 张永强 陈育聪 |
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| 作者单位： | 南开大学商学院,天津,300071 |
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| 摘 要： | 多渠道零售是整合实体零售和在线零售等多元零售渠道的新型零售业态。在经济形势尚不明朗的今天，多渠道零售是零售商为数不多的增长机会之一。多渠道零售与单一渠道零售业态相比有顾客优势、成本优势和巨大的发展潜力。随着多渠道零售实施条件的日益成熟，无论是传统的实体零售业态还是新兴的在线零售业态，都有向多渠道零售发展的趋势。
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| 关 键 词： | 多渠道零售 实体零售 在线零售 |
Trend of Multi-Channel Marketing in the Retail |
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| ZHANG Yong-qiang,CHEN Yu-cong.Trend of Multi-Channel Marketing in the Retail[J].Journal of Tianjin Institute of Financial and Commercial Management,2009,11(4):25-28. |
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| Authors: | ZHANG Yong-qiang CHEN Yu-cong |
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| Institution: | 1.2.Business School, Nankai University, Tianjin 300071 ) |
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| Abstract: | Multi-channel retail is a new marketing form integrating stores retail with online retail. As the world economic situation is not entirely clear today, multi-channel marketing provides retail merchant with a good chance to making profits. Compared with single retail, it has customer advantage, cost advantage and great potential for development. With the maturing of the condition, both the traditional retail stores and the latest online retail tend to adopt this new marketing form. |
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| Keywords: | multi-channel retail store retail online retail |
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